CYPRESS, Calif. (April 20, 2009) — Toyo Tire U.S.A. Corp. has launched a national TV and print advertising campaign to support its dealer network that will run through June.
A new 30-second television ad, entitled “People Who Know,” features a Toyo dealer explaining that Toyo offers it all—quality, value, style and performance—without the need for consumers to spend it all, the tire maker said.
Airing nationally, the commercial will be seen on the NASCAR Series airing on ABC and ESPN2, the NHL Playoffs and Stanley Cup on NBC, PINKS programming on SPEED, “Modern Marvels” on the History channel, and “American Chopper” on TLC. It is viewable at this Toyo site
Toyo said Marshall Advertising & Design in Costa Mesa, Calif., has created the commercials and new print ads that focus on tire tread, which appears in the middle of the ad. The tire maker claimed the ad's tone is aggressive and “moody” with a darker look and clouds in the sky.
The new print ads will run throughout the year in mainstream publications such as Motor Trend, Car & Driver, Road and Track and Automobile. Toyo's print advertising plan also includes niche publications to support the performance, tuner, hot rod, drag and light truck markets: Truckin´, Dirt Sports, Car Craft, Hot Rod, Modified and D Sport, among others.
Also promoting Toyo's full line of products is a new dealer point-of-purchase kit entitled “Natural Selection.” Loosely based on the Darwinian theme of “only the fittest survive,” the light truck, high performance and luxury touring tire categories are referenced.
Components of the kit include: tread talkers (graphic wraps for stacks of tires), tire centers, a large “Natural Selection” banner and a poster. Like previous Toyo POP promotions, dealers can submit a photo of their store display to enter a contest to win prizes such as a mini HD video camera.